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Consumers expect a super-smooth, cash-free experience using mobile technology, research shows
20 March, 2017: 91% of Japanese and Malaysian theme park and resort visitors want to bypass queues by using a cell phone app to purchase a fast-track pass with specific timeslots. 89% want to use an app to buy their entrance ticket and gain entry, a survey by Omnico has found.
The findings are in the first Omnico Japanese and Malaysian Theme Park Barometers each exploring the expectations of 500 recent visitors to major attractions in those countries.
“These results show that visitors want mobile apps to make theme park and resort visits more convenient and enjoyable,” said Mel Taylor, CEO, Omnico Group. “These apps are integral to many people’s lives and they expect park operators to use them to eradicate hassles such as handling cash or queueing.
“For example, 85% want to decide where to eat in a park using an app to see where the waiting times are shortest. 63% in each country would also like to receive personalised deals and discounts on their phones, based on where they are.”
The survey shows that advance booking of hotels, tickets, dining, spa and even merchandise is also a clear preference with the majority of visitors. 88% want to pre-book their fast-track ride passes, for instance, while 96% of Malaysian and 83% of Japanese visitors want to book hotels in advance. Guests also want to use pre-paid cashless wristbands for convenience, although the figure was much higher in Malaysia (85%), than in Japan (61%).
Visitors also expect new technologies such as Virtual and Augmented Reality or robots to be used in parks. 70% of Malaysians expect to see VR experiences or guides within the next three years, compared with 53% of Japanese respondents. 42% of Malaysians and a quarter of Japanese guests (25%) expect Siri-type personal digital assistants to feature in theme parks of the future.
“Investing in the right technology is now essential for park operators,” said Taylor. “Visitors want a single, connected, easy experience covering entry, rides and attractions, shops and restaurants. Operators in Japan and Malaysia can see from our survey how to compete effectively and maximise their returns.”
Download Omnico’s Global Theme Park Infographic, comparing visitor expectations in the UK, US, China, Japan and Malaysia on technology in the next three years: DOWNLOAD HERE.